Introduction to call to actions copywriting
Many companies copywrite blogs, articles, tips and tricks for their websites in the hopes of engaging an audience. But it doesn’t matter how valuable your content is. If your copywriting lacks a call to action, you won’t increase engagement with the product or service you want to sell. You will not convert readers into clients.
But what is a call to action?
A call to action (CTA) is a marketing term referring to a sentence that urges readers to take a specified action. These can range from ringing a telephone number, completing a contact form, buying a product (known as direct response copywriting), requesting a quote or even viewing another article. CTAs boost the persuasiveness of your copywriting and increase audience engagement with your content.
Examples of call to action in persuasive writing
Some common CTAs you’ll see in persuasive writing (or at the end of this article) include offers to:
- register for an event
- download a useful guide
- sign up for a newsletter
- share the post on social media
- request a quote
Unfortunately, if the tackiness of ‘buy now!’ campaigns have shown us anything, there is no CTA copywriting glass slipper.
Instead, if you want to turn readers into leads, employ a variety of low-risk CTAs that suit your copy’s context. Engage the customer with your product in small ways. Your CTAs should be persuasive but not coercive.
Four tips for how to use call to actions in persuasive B2B writing
We live in a world that moves fast, and the internet moves even faster. When every reader has a million things to do, how can our call to action engage them?
- Use urgent, direct, and imperative language, the difference between
- request a quote today
- if you have time, feel free to request a quote
is thousands of dollars’ worth of business.
- As much as it pains us at Proof Communications to say this, CTAs don’t need to be written words. Flashy, bright and simple graphics incorporated in the footer of an article effectively prompt action from readers.
- You need to be creative. CTAs are everywhere in modern marketing, and nearly every article you read will have one. The only way to stick out from the crowd is to show the audience something they haven’t seen before.
These tips are helpful. But for many of us, writing isn’t a specialty, and that’s where Proof Communications comes in. Our creative, concise and engaging copywriting incorporates CTAs that turn readers into clients.
Where to include a call to action?
Include calls to action across your marketing materials, including your website, newsletters, blogs, case studies, social media and search engine ads. Calls to action can even be effective in OOH (out of home) advertising.
But importantly, readers don’t want to feel forced to act. From your copy, they want to see that you have valuable expertise, are helpful and have a client-first attitude. Engaged readers become engaged clients.
If you’ve got more questions on incorporating calls to action into your persuasive B2B copywriting, feel free to contact us on 02 8306 5532 (see what we did there?) or complete our form.